A Research proposal

On
“To study a Consumer preference towards consumption of tea in
Ahmedabad City”

Submitted to:
Faculty of Management

In partial fulfillment of the requirement of the Integrated Masters of Business

Administration, GLS University

Under the guidance of:

Dr. Maitri Shah

Submission Date:

Submitted by:
Vrushang Maturkar (202000510010141)

Sparsh Somani (202000510010319)

IMBA Semester VI
Batch: 2020-25
 LITERATURE REVIEW:

1. Khizar Haya, Hira Iqba, Uzma Bilal, Sobia Mushtaq (2013) conducted research to
know tea and its consumption: risk and benefits. The main objective of this study to
know one of the significant components of these strategies to maintain the health and
reduce the risk of various malignancies. This was descriptive research to determine
the awareness level among the rural, semi-urban population & urban population and
also determine other factors associated with awareness level in Trichy district. The
conclusion was that tea has been identified as a Nature's reward for promoting human
health. There is a continuous increase in the amount of experimental evidence filing
the properties of tea and its constituents.

2. Rajju Priya Soni, ashish kumar (2010) conducted a study on Tea: Production,
Composition, Consumption and its Potential as an Antioxidant and Antimicrobial
Agent. tea is reported to be elective against colon, oesophageal, and lung cancers, as
well as urinary stone, dental caries, etc. Tea found to be anticariogenic, anti-
microbial, anti-in amatory, anti-carcinogenic, anti-oxidant can be used as an elective
preventive agent. Healthy Foods’ containing active scavengers of free radicals are
very popular nowadays. The conclusion is that tea is an important worldwide
consumed natural health drink proven by many scientist studies in the World.

3. Dr. safila Naveed (2014) conducted research to know consumption of tea in

professional and non-professional. Tea is the world most flavoured and demanded
Beverage of the world. A specially designed questionnaire was made for collection of
data. 17% of the belonging with different age groups and professions don’t consumes
the tea, 25% uses tea frequently and others are uses tea in daily basis. The conclusion
is that tea is very common in our society, especially in people belonging to different
profession and has a part of their daily life.

4. Naghma Khan, Hasan Mukhtar (2014) conducted a study on Tea and Health:
Studies in Humans. The main objective of the study is that to know Tea’s benefits.
black (fermented), green (non-fermented) and oolong (semi-fermented) these major
tea types differ in how tea is produced and processed according to the different
processes of drying and fermentation that determine its chemical composition. There
are 1000 scientific publications in the scientific literature found on PubMed
documenting cancer preventive ability of tea. It is increasingly appreciated that tea
contains polyphenols and other components that may reduce the risk of developing
chronic diseases such as cancer, cardiovascular diseases, arthritis and diabetes. More
recently, the beneficial properties associated with daily consumption of green tea are
getting better recognized.
5. Mittu Katoch, Rajesh Ladohiya (2015) conducted a research Trends in tea
consumption - Instant tea. The most commonly consumed teas are black, green, and
oolong which are all derived from the plant Camellia sinensis, a member of the
Taxaceae family. Approximately 3.0 million metric tons of dried tea is produced
annually, 20% of which is green tea, 2% is oolong, and the remainder is black tea. In
2013 total tea consumption increased by nearly 5% in 2013 to 4.84 million tonnes,
which was underpinned by the rapid growth in per capita income levels, particularly
in China, India and other emerging economies. The conclusion is that Encouraging
scientist results at tea consumption on human health make the tea popular in human
society.

6. Ian Edwin Cock (2021) conducted a study on Increased Consumption of Tea and
Coffee Decreases the Risk of Dying in People with Type 2 Diabetes. A consumption
of relatively high level of tea and coffee reduces all-cause mortality in individuals
with type 2 diabetes. Nearly 5000 Japanese people with type 2 for approximately 5
years as a part of a larger study to examine the efforts of multiple lifestyle factors.
The study found that people that consumed tea or coffee had significantly reduced
death rates than those that did not drink either beverage. The study concluded that
both beverages are rich in phenolic antioxidants, including threonine and caffeine and
these may contribute to the proactive effects in DM patients.

7. chin med (2010) conducted research on Beneficial effects of green tea: A literature
review. Study founded that Long-term consumption of tea catechins could be
beneficial against high-fat diet-induced obesity and type II diabetes and could reduce
the risk of coronary disease also it helps to the prevention of many types of cancer,
including lung, colon, exophages, mouth, stomach, small intestine, kidney, pancreas,
and mammary glands. Definitive conclusions concerning the protective effect of
green tea have to come from well-designed observational epidemiological studies and
intervention trials.

8. Chung S. Yang, Janelle M. Landau (2000) conducted research to know Effects of

Tea Consumption on Nutrition and Health. The most widely recognized properties of
tea polyphenols are their antioxidant activities, arising from their ability to scavenge
reactive oxygen species.  Tea polyphenols also bind to metal ions, preventing them
from participating in peroxidative reactions. Research found that decreased nutrient
absorption and increased energy expenditure may both contribute to these effects of
Tea on Nutrition and Other Health Issues.

9. Suzanne J Einöther, Vanessa E Martens (2013) conducted research to know the

acute effects of tea consumption on attention and mood. The main objective of the
study is to identified the effects of tea consumption on mental performance, especially
attention, and mood have been investigated in a number of studies. The data was
collected threw secondary data by the various publishes, articles. The research founds
 that consumption of tea increases Mood refers to a state of mind ranging from
increased happiness, contentment, relaxation, alertness and energy, and relief of
depression and anxiety to feelings of guilt and failure. The conclusion is the acute
psychological benefits of tea on attention and mood in an effort to link some of these
anecdotal beliefs to the existing science. 

10. Tea report (2006) discussed briefly about the consumption pattern of tea in the
country and consumer’s insight towards the consumption of the beverage. It focused
on the aspect of brand loyalty and individual perception while buying and consuming
tea. SPSS excel research tool was used for 100 consumers. It also emphasized on
impact of advertisement on consumer and retailer and the availability of different
brands in the market.

OBJECTIVES

Primary:

To know consumer preference towards tea brand.

To conclude behavioral factors are accountable for making a choice of a tea brand.

To acknowledge consumer buying behavior is closely with which behavior traits.

Secondary:

To know consumers prefers which tea to consume.

To understand benefits and risks of addition of tea.

SCOPE:

The scope of our study will be limited to only those consumers who consumes the tea.

The scope of our study will be limited in only Ahmedabad city.

RESEARCH DESIGN:

RESEARCH DESIGN:
In this research study, the research type that will be used is Descriptive.

DATA COLLECTION METHODS:

 Primary Method: - Structured Questionnaire

 Secondary Method: - Related research papers, journals, case studies, magazines,
books, etc.

POPULATION:

In this research study, the population will be taken from the specific areas of Ahmedabad
city.

SAMPLING FRAME:

The sampling frame will include the people who consumes tea from different areas of
Ahmedabad city.

SAMPLING METHOD:

The primary data had collected from selected consumers on Simple Random sampling
techniques and Retail outlets of Tea selling Brands, Tea selling Marketing Agencies, by
administering the structured questionnaires.

SAMPLING SIZE:

The sampling size will be 150 respondents who consumes tea.

LIMITATIONS OF THE STUDY:

1. The study would limit up to randomly selected 150 respondents.

2. People who consume Tea will be only be considered in the study.
3. The study confined to tea selling retailers and wholesalers shops in Ahmedabad City and
tea consumers. The inference drawn purely on the basis of respondent responses in the
study area.